Brand guidelines

Dream the sky.Make it yours.

Visual identity

LogoVisual elementsImagery

IndexPlease note this is an interactive (so clickable) guideline.

Brand guidelines

Visual identity

Logo Visual elementsImagery

Brand guidelines

Visual identity > Logo

Visual identity

Logo The logo is the core of a brand’s identity.

Find out about the logo’s elements, variations and how to apply it in a consistent way.

Brand guidelines

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Symbol Logotype

Logo

ArchitectureThe logo is a graphic comprised of the wordmark (logotype) and figurative mark (symbol).

The lettering is created using the Netto typeface, and the three dreaming bubbles are inseperable. The logo should be always produced from the master artwork.

Use the complete logo. The only time you should use the symbol alone is on the eDreams website or social media channels where there are other elements to help the user recognise the brand.

The logo can also be accompanied by a slogan.

Visual identity > Logo > Architecture

Brand guidelines

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Vertical versionThe horizontal version of the logo is the official version, and should be used in all media.

However, in exceptional cases where there is not enough space for the usual logo, you can use the vertical version of the eDreams logo.

You should avoid using this version unless it is strictly necessary.

Visual identity > Logo > Vertical version

Brand guidelines

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LegibilityAn exclusion zone around the logo has been created to protect its integrity and make sure the logo is easy to read.

The height of the “e” of the logo is taken as a guide to define the exclusion zone.

Exclusion zone

Minimum size online

60px

Minimum size offline

20 mm

Visual identity > Logo > Legibility

Brand guidelines

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Positive & NegativeThe figurative mark must remain yellow in positive and negative versions of the logo.This ensures the logo is recognisable.

The wordmark varies between blue and white depending on its application.

The grayscale and the monocromatic version have been specifically designed to meet some specific printing requirements.

They should not be used in other circumstances.

Positive version

Negative version

Positive grayscale version

Positive monocromatic version

Negative grayscale version

Negative monocromatic version

Visual identity > Logo > Positive & Negative

Brand guidelines

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Don’tsIt is not allowed to alter the structure, colour, proportions, elements or the direction of the logo.

Move elements Remove elements

Stretch or transform

OutlineChange colors

Change the font

Add elements

Adding shadows

Visual identity > Logo > Don'ts

Brand guidelines

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Background coloursYou should always try to use the positive (main) version of the logo. However, when the background is the same colour as an element of the logo you can use the negative version.

Avoid using the logo on a plain yellow background. If this cannot be avoided, use the black monocromatic version to ensure legibility.

Application over plain colour

White background

Blue background

Yellow backgrounds

Visual identity > Logo > Background colours

Brand guidelines

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Background imagesUse the main (positive) version on light backgrounds.

Use the negative version on dark backgrounds which do not contrast with the blue part of the logo.

If the background picture is too complex, and it is difficult to read the logo, we strongly recommended using a different image.

Use a solid corporate colour label behind the logo if there is no other option.

Light background

Dark background

Complex background

Application over image backgrounds

Visual identity > Logo > Background imagery

Brand guidelines

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Communication > Video > Opening and closing

Opening and closing eDreams animation

Frame 1 Frame 2 Frame 3

Frame 4 Frame 5 Frame 6

Opening and closing A smooth animation of the eDreams logo (the bubbles and name appear at the beginning and disappear at the end).

Brand guidelines

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Video mark on a video with starting and closing

Key element on an independent video (without starting and closing)

Communication > Video > Video mark

Video markThe eDreams symbol or logo is applied to the top right-hand corner of all videos. It can be applied in colour or in negative, depending on the video requirements.

Videos with opening and closing animations should have the eDreams symbol in the top left-hand corner.

Independent videos or video cuts without the opening and closing sequences need the complete eDreams logo. These rules are flexible in order to adapt the video to the different platforms.

Brand guidelines

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Favicon and app iconThe eDreams favicon graphic is linked with the eDreams website. It is a smaller representation of the brand for the browser and for the mobile interfaces.

Take into account that the favicon is not the brand logo and should never replace the logo.

It can be used as 32x32px.

Visual identity > Logo > Favicon app icon

Brand guidelines

Visual identity > Visual elements

Visual identity

Visual elements Elements such as the colour palette, typography and iconography help to build a consistent brand environment.

These elements help customers recognise our brand even if the logo is not present.

Brand guidelines

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Visual identity > Visual elements > Colour palette

Colour palettePrimary colourseDreams Blue (Pantone 286) is the main colour of the eDreams identity so it has the strongest presence on our brand.

eDreams Yellow (Pantone 109)complements the eDreams Blue colour, creating balance and making the palette more distinctive and sophisticated.

eDreams White balances the other colours and gives space to the elements.

Secondary coloursThese colours provide flexibility when you need to present a large variety of elements. They should be used to accent the primary palette, never dominate the piece.

eDreams Cyan contrasts the eDreams Blue.

eDreams Grey contrasts the cool corporate colours, adding warmth.

eDreams Light blue provides dynamism and a contemporary look.

Pantone 109

CMYK C0 M12 Y100 K0RGB R255 G204 B0Hex FFCC00

Pantone 286

CMYK C100 M75 Y0 K0RGB R0 G51 B153Hex 003399

White

CMYK C0 M0 Y0 K0RGB R255 G255 B255Hex FFFFFF

Pantone 9100 C CMYK C3 M2 Y4 K0RGB R45 G44 B40Hex F5F4F0

PantoneCMYK C88 M76 Y0 K0RGB R30 G67 B213Hex 1E43D5

Pantone 2727 U CMYK C73 M43 Y0 K0RGB R25 G140 B251Hex 198CFB

Brand guidelines

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Visual identity > Visual elements > Typography

TypographyThe Open Sans family can be used in all weights. It solves hierarchy issues in a easy and clean way.

Use Open Sans Light for generic content and Open Sans Semibold to highlight specific content.

The Heiti SC family can also be used in all weights.

abcdefghijklmanñopqrstuvwxyzABCDEFGHIJKLMANÑOPQRSTUVWXYZ 0123456789 ‘ ? ! ” ( % ) # @ / & < - + ÷ × = > $ € : ; , . *

Open Sans Light

abcdefghijklmanñopqrstuvwxyzABCDEFGHIJKLMANÑOPQRSTUVWXYZ 0123456789 ‘ ? ! ” ( % ) # @ / & < - + ÷ × = > $ € : ; , . *

Open Sans Semibold

Heiti SC Light

あいうえおかきくけこがぎぐげごさしすせそざじずぜぞたちつてとだぢづでどなにぬねのはひふへほばびぶべぼぱぴぷぺぽまみむめもやゆよらりるれろわをん

Brand guidelines

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IconsIcons are essential graphic elements and are one of the most recognised elements of the brand.

Icons can help improve usability issues or give a message in a strong and consistent way.

There are two types of icons:1. Product, ancilliary or travel icons All our products are identified with the icons which are used across all platforms and markets.

2. Functionality or interaction icons:Functionality icons help improve navigation, interaction or user experience.

All functionality icons should be derived from the Pictos.cc family which has been purchased for this use.

Visual identity > Visual elements > Icons

Product icons

Flight Hotel Dynpack Cars

Brand guidelines

Visual identity > Imagery

Visual identity

Imagery Our images inspire the audience, but also add value and further develop our brand.

Used correctly they are an important tool and help set a proper style, create brand recognition and engage the customer.

Brand guidelines

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LandscapesNatural landscapes are a great way to persuade travellers. Use pictures of nature spectacular beaches, highmountains or beautiful horizons where possible.

When you use images of cities, choose recognisable places such as capitals or famous monuments.

Visual identity > Imagery > Landscapes

Brand guidelines

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Visual identity > Imagery > Experiences

ExperiencesYou can also inspire travellers by demonstrating the experience through people or objects.

People must look natural or be in action, never looking at the camera. The people in the picture should also seem to have the similar inquisitiveness as the target audience.

Objects in images should be related to the specific content or message they appear alongside.

Brand guidelines

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Selection criteriaChoose neutral and natural images, with no retouching, effects, added objects or strident colours.

The images should be inspiring and clean, with few visual elements. Try to choose a picture which features the corporate colours where possible.

Choose the best image:1. Does it feel natural?2. Is it inspiring?3. Do the actions of the people seem natural/casual?4. Does it show less than 6 people?5. Does it feel unique? (not a stock photo)

If you answered “yes” to all these questions, then you can use the picture.

Visual identity > Imagery > Selection criteria

Choosing the best image

It does not feel natural it also seems a stock photo

More than six people. Not very inspiring.

brand@edreamsodigeo.com

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